Brand Tone

Authentic, niche, and community-focused. Casual and laid-back with a sense of humor. The voice of a local insider, sharing a passion for Florida's weirder aspects, avoiding corporate jargon. Aligned with a counter-culture or alternative aesthetic.

Brand Values

• •Local Pride
• •Authenticity
• •Creativity and Artistry
• •Community
• •Niche Appeal

Best Practices

• •Embrace the Vernacular
• •Lead with the Art and Story
• •Center the Community
• •Keep it Understated and Confident
• •Stay True to the Niche

Social Perception

swampgoods is perceived as a cool, "if you know, you know" brand with high credibility in its niche. It is seen as a legitimate and respected creator of high-quality, desirable merchandise within the jam band and alternative music scenes. The public perception is that of a small-scale, artist-driven business that is trustworthy and produces unique items, often mentioned as desirable "amateur merch" that stands out.

Copy Examples

• •Keep it weird in the wetlands. Our classic Skunk Ape cap is back in a new swamp-water green. You ve heard the whispers from the depths of the Fakahatchee Strand. Now, wear the legend. Designed for local yokels and believers alike. Limited run. Don t miss out.
• •The wild is calling. Shoutout to @[username] for taking our 'Florida Man' tee on the road. Love to see our gear out where it belongs. Tag us in your adventures for a chance to be featured. #swampgoods #floridaman
• •swampgoods x [Artist Name] // It s Happening. We ve teamed up with the one and only [Artist Name] for a special collection. We ve been long-time fans of their work, and we brewed up some designs that feel just right a little bit of their magic, a little bit of our muck. Live this Friday. Be ready.
• •Born from the humidity and strange tales of the Sunshine State. swampgoods is for the local yokel, the roadside philosopher, and the discerning cryptozoologist. We make gear that tells a story. Thanks for being part of ours.
• •Not your average Florida merch. We re the other Florida. The one with gators, ghosts, and good music. Get with it. swampgoods.com.